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Initiative bags Government of Western Australia account

The Government of Western Australia has appointed Initiative to handle Campaign and non-Campaign components of its $60 million media communications portfolio following a six-month competitive tender.

Officially starting its new assignment on July 1, Initiative will be handling media strategy, channel planning, media buying and other related media assignments for the WA Government. As a result of the competitive tender, Initiative will be the sole agency for Non-Campaign Services and will also oversee Campaign Services media investment on a two-agency panel model alongside Carat, which was retained on the panel at the conclusion of the tender process.

Initiative’s WA Government media assignments will be directed from the agency’s Perth offices, which is expected to add substantially to its staff numbers to help manage the additional business.

Luke O’Sullivan, Head of Initiative Perth, said winning the lion’s share of the WA Government media portfolio was one of the most important moments for the agency and an important new responsibility. “We are naturally thrilled with this win, but we do not underestimate the importance of the tasks at hand in Government communications. We will ensure the agency continues to deliver the most efficient and effective media performance in the market.”

Initiative Perth was named Western Australia Media Agency of the Year for 2018 and the new WA Government assignment is another major milestone for the agency.

Melissa Fein, CEO of Initiative Australia, said the Perth agency’s performance in the past seven months had been accelerating under O’Sullivan’s leadership. “Luke and the Perth team are proving to be one of the finest media teams in Australia. To be selected by the Government of WA to such a key communications portfolio further galvanises our commitment to deliver the highest measures of efficiency and effectiveness.”